Political blogging - one of the biggest parts of social media is the idea that publics need to to have a conversations; it's not enough to just talk. Dr. Sweetser give the example of the Dean campaign in 2004 - they had a blog but never read the comments; consequently the blogging was ineffective.
Another example - Brian Solis pointed out John Edwards' twittering at the beginning of his campaign. Campaign officials pretended as if Edwards was really blogging - Solis contacted them and pushed for them to be more genuine.
Main point - "you cannot build a relationship on lies."